Denver, CO, Nov. 16, 2022 (GLOBE NEWSWIRE) -- Every day, more than 1,300 children under the age 5 die from diarrhea, because they lack access to adequate sanitation facilities.
To raise awareness about this critical issue and encourage people to take action, global nonprofit, iDE will mark World Toilet Day on November 19 by unveiling its Support-A-Potty installation in the heart of New York City.
Conceptualized and executed in partnership with brand marketing accelerator agency Fortnight Collective and The Experiential Group (Production), the installation features eight restrooms in a trailer which will be parked in Soho, on Broadway between Spring and Broome streets, a neighborhood known for its lack of public toilets.
The installation will bring much-needed relief to New Yorkers and sets the backdrop for a larger conversation about the fact that one in two people across the world don’t have a toilet at home.
On the outside of the trailer, messaging proclaims, in typical New York style, “If we can improve toilet access here, we can improve it anywhere.”
Another says, “Looking for a bathroom? You're in luck. We've got one right here for you. But not everyone is as lucky. There are 4.5 billion people around the world who don't have a toilet at home.”
An exterior message cuts to the chase: “So while you're doing your business in here, you can go online and show your support for everyone out there. You'll probably be on your phone anyway.”
Lizz Ellis, iDE’s CEO says it is estimated that almost half of the world’s population doesn’t have access to safe, clean toilets at home.
“As a result, almost 500,000 children die each year from diarrheal diseases. iDE’s market-based approach to ending poverty includes working in countries like Ethiopia, Cambodia, Ghana and Bangladesh, where we are powering entrepreneurs to market toilets and improve access to sanitation,” says Ellis. “Through iDE’s global sanitation programs, we’ve helped over six million people gain access to a toilet at home.”
Among the in-stall signage are such messages as:
• This toilet was easy to find. 1.7 billion people around the world don't have that luxury.
• For half the world, what you're sitting on is a luxury.
• You did the impossible. You found a toilet in NYC.
• 1.7 billion people wish they were in your place right now. No, seriously.
QR codes invite toilet users to learn more about iDE and make donations to help expand toilet access around the world.
“We wanted to call out the lack of toilet access in the world in a place where people would understand what it was like to not be able to find a bathroom: NYC.” says Anna Delaney, Art Director at Fortnight Collective.
Besides the messages inside and outside the trailer, the campaign includes video content capture, T-shirts, influencer outreach/branded package, wild postings, social posts, digital banners, and a landing page at ideglobal.com/support-a-potty.
“The United Nations recognizes November 19 as World Toilet Day each year as a day to highlight the inequities in toilet access around the world,” says KC Koch, VP Global Communications & Marketing. “iDE believes that toilet access is a basic human right, and this day serves as the perfect platform to champion this right.”
Visit the Support-A-Potty Landing Page
About iDE
iDE is a non-government organization dedicated to ending poverty. Based in Denver, Colorado, our work within agriculture, sanitation, climate change resilience, and gender equality, stands out in the international development sector because we don’t simply hand out money or commodities. Instead, iDE believes in powering small-scale entrepreneurs and building robust market ecosystems that are financially competitive, resilient to changing climates, and inclusive of marginalized people. iDE has 1,388 global staff and offices in 10 developing countries. Visit ideglobal.org.
About Fortnight Collective
Fortnight Collective is a full-service independent brand marketing accelerator that is focused on helping brands be better, faster. With its unique BrandHack™ process, Fortnight Collective liberates the strategic and creative development process. From three-day sprints to two-week hacks to AOR relationships, Fortnight puts the right talent around the table at the right time to accelerate brand momentum for marketers. Fortnight Collective has been recognized by Adweek as a “Fastest Growing Agency” for the last three years and a “Best Place to Work” for the last two years by Outside Magazine.
Based in Boulder, Colorado, and with outposts in NYC and London, clients include Noodles & Company, People, Crocs, Vrbo, Expedia Group, ONE Brands, Steamboat Ski & Resort Corporation, Odell Brewing, Mondelez, Mortal Kombucha and more. For more information, visit fortnightcollective.com.
About The Experiential Group
The Experiential Group (TXG) is a full-service experiential marketing and event production agency headquartered in Brooklyn, NY. Passionate about delivering novel experiences through innovative mediums, TXG’s hybrid approach to experiential fuses creativity and best-in-class production to create one-of-a-kind experiences that brings brands to life in extraordinary ways.
Credits
CLIENT EXECUTIVE DIRECTOR: Elizabeth Ellis
CLIENT COMMUNICATIONS VICE PRESIDENT: KC Koch
CLIENT NAME: iDE
EXECUTION TITLE: Support-A-Potty NYC
AGENCY: Fortnight Collective
FOUNDER/CEO: Andy Nathan
PRESIDENT: Devin Reiter
SR ACCOUNT DIRECTOR: Kelly Yach
ACCOUNT MANAGER: Jane Pendergast
CHIEF CREATIVE OFFICER: Adam Chasnow
HEAD OF DESIGN: Matt Kubis
CREATIVE DIRECTOR(s): Mona Hasan
COPYWRITER(s): Nihal Atawane
ART DIRECTOR(s): Anna Delaney
PRODUCTION COMPANY & CITY: The Experiential Group (New York)
PRINCIPAL: Frank Moran
HEAD OF PRODUCTION: Jessie Patch
SENIOR PRODUCER: Courtney McFarland
ASSOCIATE PRODUCER: Natalie Cuoccio
EDITORIAL COMPANY & CITY: Mike Greenberg (New York)
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